This form of protest is called "culture jamming," and it works by subverting advertising and media content to critique well-known logos or brands.

In this case, the brand was a football team's name: the Washington Redskins. Oxford Dictionaries considers "redskin" dated and offensive. White settlers first used the term to describe Native Americans, though some Native American chiefs did end up using it in the 1800s.

In 1972, a delegation of Native American leaders urged the former president of the Redskins to change the name. That didn't happen, but the team did change its fight song, which included the phrases "scalp-um" and "beat 'em."

This conversation about the team name, and the resulting discrimination reported by Native American youth, is continuing today. With Wednesday's Redhawks campaign, activists hoped to show "how easy, popular and powerful changing the name could be."

Judging from the responses on Twitter, the name change story did garner some positive reactions. The official Washington Redskins, however, responded with a statement saying the current name would remain.